ACURA SET TO LAUNCH NEW TLX WITH MUSIC INSPIRED TV COMMERCIAL.

Acura uses music to inject some sizzle into
the sedan category in its soo-to-break
campaign for the new Acura TLX.
The new ads, from lead agency Mullen LA,
include a 60-second launch spot that depicts auto
engineers sketching, assembling and testing the
TLX. The fast-moving ad unfolds with a series of
quick cuts that are punctuated by the sound of Sex
Pistols icon Sid Vicious singing “My Way.”
Other, shorter ads feature songs from Ludacris
(“Pimpin’ All Over the World”), Splash (“Girl Is a
Queen”) and RJD2 (“Her Majesty’s Socialist
Request”). The campaign tagline is, “It’s that kind of
thrill.”
“We’re trying to get this thrilling and excitement
message across. We want to use music to help
convey that,” explained Mike Accavitti, svp and
general manager of the Acura division of American
Honda Motor Co. “We’re going to use it as a means
to underscore and emphasize what we’re trying to
do with the whole brand, which is position it as
more youthful.”
And while the Vicious track came out in 1978, “it is
an edgy interpretation of a classic song that we
think aligns very well with what the brand is all
about,” Accavitti said.
The shorter ads will appear both on TV and online,
starting Aug. 17. Other elements of the campaign
include those straight-talking ads that Jerry Seinfeld
wrote around his Web series Comedians in Cars
Getting Coffee; “Thrillustrations” from cartoonists
for The New Yorker that will appear on social media
platforms like Facebook; and digital ads on ESPN’s
Bracketology site for college basketball. Acura’s
relationships with ESPN and Seinfeld date back to
2012 and with The New Yorker, to 2010.
The TLX, a new model that replaces two older
models—the compact TSX and mid-sized TL—is seen
as key to fueling sales growth at Acura, whose
lineup is limited to three sedans and two SUVs. As
such, the luxury automaker will spend significantly
more on the new campaign than its previous largest
effort—for the launch of a new MDX last year,
Accavitti said. The 2013 push, tagged, “Made for
Mankind,” was backed by nearly $75 million in
media, according to Kantar Media.
Acura senior marketing manager Ed Beadle
described the TLX’s core target as smart, self-aware,
Internet-savvy adults in their mid-30s—a group that
skews male. The car, which is available in two types
of engines, will sell for between $30,000 and
$44,000, thereby competing with the likes of Audi’s
A4, Mercedes’ C-Class and the 3 Series at BMW.
Thus far, auto writers, such as Bill Howard at
ExtremeTech.com, have given the TLX generally
positive reviews.
Accavitti’s challenge was to translate internal
enthusiasm for the car—developed in the course of
five years—into a rallying cry that works both inside
and outside the organization. And with “It’s that
kind of thrill,” he feels he found just that.
Ultimately, of course, consumers will decide if he’s
right. But feedback on the direction going in has
been positive, according to the brand leader.
“It’s not like we have a bad reputation that we need
to overcome,” Accavitti added. “It’s just we have like
a nondescript reputation. And so, how do we get
into consumers’ heads that this is a brand that they
should consider?

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